Make the Most of the Media

You can download the Make the Most of the Media e-book here

Working with the press

Developing a good working relationship with the press can be of great benefit. It helps to secure publicity for your company’s news, new product launches and innovations.

Coverage in well-respected magazines, newsletters, websites, and social media channels such as those produced by KHL can have a huge positive effect because of the trust readers put in the information they get from such independent sources.

However, many companies miss opportunities because they do not prepare press releases and photography when they have a new product to publicise, or they do not respond to requests from editors in a timely fashion.

How to send in a press release

The best way to submit information to a magazine is by e-mail. When sending e-mails, it is useful if the text appears in the body of the email as well as attached as a separate document. Images should always be sent as attachments.

Use the e-mail’s subject field to convey useful information about the contents. Try to avoid sending compressed (.zip) files. Do not direct editors to ftp sites, file sharing sites or remote servers.

What to shout about

A few ideas for information to send:

• New products or services
• Application stories & site reports
• Business news – acquisitions, mergers personnel etc
• Large orders and contracts

When to send a press release

Magazines stick to strict deadlines which can be found in the media packs. No information provided after a deadline will be included.

Look out for editorial requests for information about specific features that will include a deadline.

The 5Ws

Consider the ‘Five Ws’ when writing press releases – ‘Who?’ ‘What?’ ‘Where?’ ‘When?’ and ‘Why?’ to ensure the key facts are covered.

For example, a press release about a new product launch should say:

• Who launched it
• What it is and what it does
• Where it was launched
• When it was launched
• Why it was launched

What makes a good press release?

Even when companies issue press releases, they may not be used if they are not clear, lack crucial information or do not stress the nature of the news

A good press release should:

• State clearly what is new and why it is important
• Be timely – cover new developments, not those that are months old
• State the critical facts – machine specifications for a product launch, for example
• Include quotes from a named spokesperson commenting on the most important points
• A ‘Notes to editors’ section at the end of the release can be used for background information that may be useful to editors, but which is not critical to the story.

Avoid technical jargon wherever possible. Where it is necessary to use a technical term, make sure it is explained in simple terms.

How to take a good photograph for the media

Press releases should always be accompanied by an image or illustration, in a common file type, such as Jpeg.

Print media requires high resolution images at 300 dpi or better at full print size.

As well as being high resolution, pictures should be high quality. This means in focus, well lit and well composed with the subject filling the frame without being cropped. Submit images by e-mail where possible. On-line press rooms can be a useful resource.

Publicity shots for the construction industry should also demonstrate safe working practices. Machines and people should not be shown in dangerous situations, and people should wear personal protective equipment.

Target editorial features

Magazines publish an annual features list outlining the topics that will be covered over the course of the year. Targeting features that are relevant to your company is one of the most effective ways to publicise your company’s activities.

These are some of the steps you could take:

• Get a copy of the features list for magazines relevant to your company through marketing.khl.com
• Identify the relevant individual features
• Ask the editor what sort of information is required
• Find out the deadline for submissions, and make sure you send information on time.
• Suggest your own ideas and ask if there is any other way of helping – setting up interviews with specialists within your company, for example.

How to control the narrative

While being included in KHL’s editorial is of great benefit to a company, for full control over timing and narrative of a story, marketers should consider sponsored content.

Sponsored content creates reader engagement when written in a newsworthy format. It displays in a prominent positions across the magazine website.

Sponsored content is clearly marked as advertising, does not affect user experience. As long as the content is relevant and interesting, sponsored content engages the audience.​

You may provide images, video embed codes and links in the article back to your website.

Talk to your sales rep to find out more.